The Progressive Design-Build (PDB) delivery method has been growing in popularity since it was introduced in the 90s. With more public agencies opting for "best value" over "low bid" for certain types of projects, PDB has become a go-to tool for state agencies, hospitals, K-12, and higher education procurement. The selection process, which often includes qualifications, proprietary or informational meeting(s), technical proposal, interview, and fee proposal (but notably, often no design) can ...

We can thank Toyota for many innovations including honing LEAN process and establishing the "A3" approach to problem-solving. A3's structured way of presenting information concisely now shows up across all industries -- including AEC. Over the last two decades, the A3 proposal format has grown in popularity and quickly became a hot design challenge for marketing and pursuit teams. How do you fit a 20-, 50-, or 80-page proposal on just one or two sides of an 11x17 sheet of paper? The answer: y...

Building a brand that authentically reflects the values, expertise, and people in your firm is job #1 for a professional services marketer. Episode 58 of The Shortlist welcomes back Marketing Strategist, Grace Takehara, and Digital Marketing Strategist, Kyle Davis, to discuss some of the trends they're seeing and how (or how not) they provide opportunities to provide insights into your firm and better connect with your audience.From blogs and long-format videos, to employee ambassadors and va...

Most AEC marketers' plates are filled with essential initiatives; developing responses to RFPs and RFQs or creating promotional content for websites, social media, and databases. While those projects are critical to keeping business humming, every once in a while we get the chance to work on a big, collaborative, creative project. It's those rare moments when we get to flex our marketing muscles in new and different ways, and hopefully, produce something with the energy to fuel us through the...

"How did we do?" It's a question that often remains unasked but holds vital importance. Without periodic touchpoints to gather candid performance feedback, strong relationships and potential repeat work can slip through our fingers. But how do we solicit honest feedback without things getting awkward? How do we select the right questions and deliver them appropriately? And once we have the feedback, how do we distill it into solid findings and actionable recommendations? Launching a clie...

From astrology to the Myers-Briggs Type Indicator (MBTI), personality theories offer introspection and insights to deepen our understanding of others. We all recognize that marketing is a collaborative effort, encompassing strategic planning to interview coaching. The beauty of being part of a team lies in having a diverse array of perspectives, experiences, and talents to draw from, yet it isn't always smooth sailing. Differences in personalities can present challenges in understanding prior...

Marketing departments have the best chance of success when they receive clear communication from company leadership. Whether that's insights (or input!) into the firm's strategic plan, having a voice throughout the pursuit process, or being respected as subject matter experts in marketing, AEC organizations can accomplish more by making simple adjustments to how they work with their marketing teams. A great listen for both company leadership and marketing, Episode 54 of The Shortlist sheds...

We've all been there; wishing we had an extra 48 hours to hone a proposal's case studies, graphics, and messaging from "great" to "exceptional."  But there are ways to tighten up your existing proposal process to give your team as much time as possible to craft impactful content. That often means beginning before the RFP hits the streets, knowing when to put pencils down, and using software and technology in smart ways. In Episode 53 of The Shortlist, seasoned proposal experts, Grace Takehara...

No matter your position or professional experience, almost all of us struggle with some level of fear and anxiety around public speaking. And from internal meetings, to shortlist interviews, to conference presentations, the AEC industry is full of opportunities (and demands!) to address a group or lead a discussion. How can you break through the nerves, build your confidence, and make sure your message resonates? Join Middle of Six Principals Wendy and Allison as they tackle this challenging...

It's never too early to start scheming your next client care gift. In Episode 51, Middle of Six marketing and creative strategists, Grace Takehara and Lauren Jane Peterson, share their best practices for executing a thoughtful client care gift campaign, common hurdles, and tips for choosing a gift that resonates. Through insightful anecdotes and industry experiences, Grace and Lauren Jane highlight how curated client gifts and thoughtful messaging can be a pivotal tool in personifying your...

In the AEC industry, Marketing and Business Development activities are tightly linked. Since marketing plans implement the business and sales goals of the company, a successful execution of strategy demands that marketing and  "BD" are in alignment and constantly communicating.  In Episode 50 of The Shortlist, Middle of Six Principals Wendy Simmons, Melissa Richey, and Allison Tivnon discuss how these two critical business building areas interact and define their bodies of work within a...

We've talked about social media before, but since it's an ever-evolving communication tool we're revisiting the topic with a focus on the nitty gritty of managing your firm's social presence. To start, what do you look for in assessing your firm's current approach and what are current best practices for honing your future strategy? Understanding what your target audience is interested in and serving up that content in various forms is one surefire way to build engagement and your firm's...

The subject of time comes up in virtually every AEC marketing conversation: Time until the deadline, time needed for internal meetings, finding time for special initiatives and non-proposal marketing priorities, and so on. The effect of not having 'enough' time is a significant contributor to the stress and burn-out many AEC marketers may experience during their careers. But what if there were ways to "make" time within the course of the average day? Not only to accomplish what is on your...

Conference participation is an excellent way to immerse yourself in an industry, gain exposure for your firm, and build relationships with clients and colleagues. Engaging in conferences is also a significant investment of time and resources; having a thoughtful plan to maximize your return on investment is key. Whether you are new to navigating conferences or been on the circuit for years, this episode has tips and refreshers for everyone. In the premier episode of Season 3 of The...

Amy, an overworked marketing coordinator for Outlaw Construction, has a major design-build proposal due by 5:00 pm. And, as every AEC marketer knows, when it comes down to an important deadline—anything that can go wrong, will go wrong. Can Amy and her hastily assembled, ragtag crew of colleagues get the proposal submitted on time? Find out on Night of the Living Deadline, an original audio play presented by The Shortlist. For all the AEC marketers out there who are constantly on a...

It's often said that managing people is the most challenging aspect of running a business. While there is some truth to that, the statement implies that "the people" are the issue—when in reality, it's often rushed processes, being unintentional or unspecific about roles and responsibilities, and failing to provide clear feedback or effective coaching that are to blame. After several years of growth and nearly constant recruiting, the leadership team at Middle of Six has refined their people...

Marketing teams—heck, all teams—benefit from having dedicated time to reconnect, recharge, and recommit. AEC professionals often feel like they are waist deep in procurement work, so a well-timed and well planned retreat can provide the space needed to refocus and think critically about the myriad other tasks on their plates. Clearly, we're big proponents of hosting an off-site event, but unfortunately not all organizations prioritize a dedicated marketing retreat. Whether you're building a...

If you're feeling some unease in this post-pandemic, up-and-down economy—you're not alone. Lessons from the Great Recession have taught us AEC marketers that in times of uncertainty, our departments come under intense scrutiny. Developing flexible and adaptable processes and perspectives will help you 'change proof' your internal marketing resources and ensure you're ready to pivot to respond to shifts in the economy.  Tune in to this conversation between Wendy Simmons and Senior Marketing...

While it’s difficult to highlight many positive outcomes of the COVID-19 pandemic, it did provide an opportunity for open conversations around community and personal health.  As it became necessary to provide flexibility to balance work and home commitments, we were also able to shed light on long-standing workplace challenges in our industry. For many, the sudden switch from in-person to virtual work environments prompted thoughtful consideration of the impact on team dynamics, workload,...

Let's dive into brand guidelines! While they are considered the foundational elements of any company's marketing toolkit, the specific components can vary greatly between firms. In episode 41 of The Shortlist, Becky Ellison and Lauren Jane Peterson, Senior Creative Strategists at Middle of Six, break down the essentials of brand guidelines. They even go beyond the basics and explore the nice-to-have and dreamworld scenarios.  This episode explores everything from defining a brand's...

If you are a marketer in the AEC industry, you have undoubtedly supported a few proposal responses—if not dozens and dozens—throughout your career. And with that inevitably comes a personal list of RFP pet peeves, ranging from incorrect or missing information to excessively onerous, perplexing requirements. In episode 40 of The Shortlist, Middle of Six Principals, Wendy Simmons and Melissa Richey, delve into some of the most confounding RFP requirements they've encountered, providing...

In the AEC industry, professional photography is one of the most valuable representations of your team's culture, technical expertise, and years of hard work delivering successful projects. As a rule, it is often recommended to budget for photos annually, not only for finished buildings but also for "in action" shots that highlight your team and collaboration. If budget is limited, perhaps it is time to tune up your in-house photography skills.  In Episode 39 of The Shortlist, Digital...

When it comes to first impressions of your brand, your digital marketing platforms are critical—including websites, social media channels, and overall digital marketing collateral. In today's digital world, these are arguably more influential than a company's physical location.  Low-quality, grainy, blurry, or dated visuals will probably reflect poorly on your brand and your business—and let's be real, that's not how most firms want to be seen.  In Episode 38 of The Shortlist, Fadi Asmar and...

We all love a win, and recognition! Awards from professional associations are a fantastic way to celebrate your team's efforts and garner publicity for your firm. But it's no small effort to assemble an award submittal that checks all the boxes and resonates with jurists. Judging panels sometimes include professionals from outside the industry—for a fresh perspective—and always include a few sticklers that score "by the book." In Episode 37 of The Shortlist, Wendy Simmons and Melissa Richey,...